In the Out-of-Home (OOH) advertising industry, the two most commonly used metrics are reach and frequency. However, in today’s increasingly complex marketing landscape in Indonesia—where consumers are more digitally connected and selective with information—traditional metrics are no longer enough.

Advertisers in Indonesia are now starting to adopt new KPIs (Key Performance Indicators) to measure OOH campaign effectiveness more deeply. Some of the emerging KPIs include:

1. Brand Lift
2. Purchase Intent
3. Ad Recall

This article will explore how these KPIs can offer fresh insights for smarter, more impactful OOH campaigns.

1. Brand Lift: How Effectively Does Your Ad Enhance Brand Perception?

Brand Lift measures the change in consumer perception of your brand after being exposed to an OOH ad. This can include improvements in:

• Brand awareness
• Brand associations
• Consumer preference

How to Measure:

• Digital or offline surveys
• Location-based respondent panels
• Integration with third-party measurement platforms such as Nielsen or JakPat

2. Purchase Intent: Do People Want to Buy After Seeing the Ad?

Purchase Intent refers to how likely someone is to buy a product/service after seeing an OOH ad.

In Indonesia’s highly competitive market, purchase intent is often influenced by:

• The ad’s message relevance to local needs
• Campaign timing (e.g., during Ramadan or major online sales)
• Placement location (near malls, campuses, or main roads)

Case Study:

A billboard campaign for an electrolyte drink on Jagorawi Toll Road showed a 42% increase in purchase intent based on a follow-up survey.

3. Ad Recall: Do Consumers Still Remember Your Ad?

Ad Recall measures how well consumers remember your ad after some time has passed. Visually strong OOH ads tend to leave a mid-term memory impact.

Tools Used:

• Mobile-based polling (JakPat, Populix)
• Eye-tracking studies
• Digital retargeting: tracking engagement from those previously exposed to the OOH ad

Tips to Increase Ad Recall:

• Use high-contrast colors and short copy
• Include clear CTAs (Call to Action)
• Incorporate familiar visuals or narratives for local audiences

Integrating These KPIs into Modern OOH Strategy

With the growing use of digital billboards (DOOH) and GPS-based location data, advertisers can now:

• Serve personalized ads based on time slots and crowd density
• Track customer journeys from view (billboard) to conversion (online)
• Measure KPIs like Brand Lift and Intent in real time

Recommendations for Indonesian Brands and Advertisers:

Conclusion

Reach and Frequency are still important, but modern KPIs like Brand Lift, Purchase Intent, and Ad Recall provide a new dimension in assessing the true impact of OOH campaigns in Indonesia. This approach helps advertisers not only know how many people saw the ad, but also what kind of business outcome it created.